Fjällräven

Fjällräven

One of Sweden’s biggest outdoor brands is passionate about hiking – and with the its iconic backpack Kånken, it is a brand that has a firm and deep place in the Swedish soul. For the Fall/Winter season of 2015, Fjällräven wanted to find a way of working that was less product-focused – and more clearly infused with inspiration and passion.

ICON Brands created a new communications style and a new tonality for the annual catalogue. It was given a user-friendly structure, more feeling and inspiring storytelling about Fjällräven’s love for hiking, the company’s focused sustainability efforts, and the change-makers who are involved in creating the brand’s unique products. ICON Brands produced the entire catalogue, which was distributed globally in seven different languages, and in all of Fjällräven’s markets.

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ICON Brands

At ICON Brands, we have helped some of Sweden’s most successful companies to communicate their message. Some people call it content marketing. Others call it advertising. Or strategic marketing PR. We don’t care what you call it, as long as it inspires, engages and builds loyalty. As long as it is long term, values-driven and passionate.